Mr. Bezos – Change the name of the Amazon Mom program to Amazon Family

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Number of stay-at-home fathers doubled in a decade. Stay at Home Dads have become more common, about 3.4% of all stay at home parents are men. An advertising program that targets Moms and ignores Dads is out of step with modern families.

US Bureau of Labor statistics, the number of stay-at-home dads in 2009 rose 13 from the previous year.

According to the U.S. Census fathers with a wife in the workforce, 32% took care of their kids at least one day a week in 2010, according to the U.S. Census Bureau, which looked at families with children under 15 years old. That’s up from 26% in 2002.

Of those with kids under the age of 5, 20% of dads in 2010 were the primary caretaker.
The Amazon advertising model doesn’t show the changing social, gender and family roles.